2. Topic

3. How does it work?
How do social networking
websites work?
Live demo!

4. Introduction
Traditionally, luxury brands
have been hesitant to
move online.

5. Introduction
Now, luxury brands are
making the transition to
online advertising, social
networks & e-commerce.

6. Introduction
…But why?

7. Reason 1
If you do not talk about
your brand and products,
someone else will do it for
you.

8. Reason 1
There are numerous third
party information sources
online about any luxury
brand.

9. Reason 1

10. Reason 1
It is essential that the brand
itself have a voice in the
online landscape.

11. Reason 1
… To take the lead on its
own communication online.

12. Reason 1
Any good example?
Hell, yes!
Check out “Burberry” on
Google.com…

13. Reason 1

14. Reason 1

15. Reason 1
Visibility of natural searches
Rank Visibility
1 100%
2 100%
3 100%
4 85%
5 60%
6 50%
7 30%

16. Reason 1

17. Reason 2
Your target audience is also
using social media.

18. Reason 2
How people spend their
time online?
Source : Mashable | Worldwide Internet usage

19. Reason 2
How much time do they
spent on average on social
networks per month?
Source :
Social Media Examiner |
OCDE Internet usage

20. Reason 2
405 min/month =
7h/week =
15 min/day… Just for
Source : Social Media Examiner | OCDE Internet usage

21. Reason 2
Demographics | Facebook
Source: Quantcast

22. Reason 2
Source: Facebook HG Q report

23. Reason 2
How many users are they?
Source : Mashable | Worldwide Internet usage

24. Reason 2
How old are they?
Source: Mashable | Worldwide Internet usage

25. Reason 2
How engaged are they?
Source: Social Media Today

26. Reason 2
International usage of the
web
Source: Mashable | Worldwide Internet usage

27. Reason 2
“Affluent consumers are
particularly heavy users of
the Internet for both
information and online
purchasing.”

28. Reason 2
“Up to 90% of high-income
Internet users regularly
shop online.”

29. Reason 3
Your competition is using
it.

30. Reason 3
Companies are paying a lot
of money to advertise and
grow their brands in social
media.

31. Reason 3

32. Reason 3
Online competition

33. Reason 3
Social media provides great
brand exposure if your
brand can really embrace
the nature of social
media…

34. Reason 3
…through providing great
content and engaging and
interacting with your
audience…

35. Reason 3
…in a manner that leads to
building a great community
that people want to be
involved with.

36. Reason 3
Example on Twitter

37. Reason 4
It’s the next generation
of word of mouth marketing.

38. Reason 4
Is there any better way to
interact with new potential
clients via people who have
already experienced what
your brand has to offer?

39. Reason 4
When your social media
presence generates
reactions & talks such as
likes and shares, you get
peers approval.

40. Reason 4
For brands, social
recommendation is a great
gateway to reach people
friends and family.

41. Reason 4
People rely much more in
their friends opinion.

42. Reason 5
Search Engines counts social
sharing when ranking.

43. Reason 5
When many people on
social media refer to your
content, your website, your
articles, or your video...

44. Reason 5
… search engines pay
attention and in return use
this as a factor to provide
for your content a better
search engine placement.

45. Reason 5
Both Google and Bing have
acknowledged that certain
social signals influence
organic rankings.

46. Reason 5
Bing and Facebook took on
partnership, announcing
that the number of likes a
page receives is a ranking
factor.

47. Reason 5
Social media is therefore
SEO friendly!

48. Reason 6
Social Media is also a space
for providing customer
support.

49. Reason 6
By using your social media
outlets to answer questions
you highlight to your
community that you are
available…

50. Reason 6
… but also get other people
within the community to
provide answers and
support to new members.

51. Reason 6
Also compelling: there will
soon be more Gen Y
customers in the
marketplace than any other
age group.

52. Reason 6
Having been raised on
smartphones & tablets,
they will expect you to
have adapted to their
methods of communication

53. Reason 6
Generation Y

54. Reason 6
Source: Zendesk |
Future of Customer
Support

55. Reason 6
Source: Zendesk |
Future of Customer
Support

56. Reason 6
What about Jaquet Droz?

57. Reason 6

58. Reason 7
Beyond likes and comments,
social media provides other
conversions…

59. Reason 7
Source: Social Media
Today | Sales & Social
Media

60. Reason 7
Example of Interactions via
community@jaquet-
droz.com...

61. Reason 7
Email 1 Email 2

62. Reason 7

63. Reason 7
Have you seen that post on
Facebook?

64. Reason 7

65. Reason 7
1 free post =
7 online coverage
+ 1 print coverage

66. Reason 7
= Placement and exposure
for free! Or… Advertising
for free…

67. Reason 7
Advertising on
this website
costs CHF
5,000.-/month

68. Reason 7
In this example, we might
have spared several
thousands of $ with one
single and free post!

69. Reason 7
… And people rely much
more on content than
advertising.

70. Reason 7
One last example of
qualitative conversion…

71. Reason 7

72. Reason 7
… This blog is one of the
most popular watch review
and news source online!

73. Reason 7
Feeding the funnel with
Social media…

74. Reason 8
Having a social media
presence that is engaging
helps reassure clients that
your business is reputable
and can be trusted.

75. Reason 8
Consumers are more and
more savvy about who and
where they purchase
products from…

76. Reason 8
… And people will take the
time to research online
before making a purchase.

77. End
Any further question about
social media? Ask away!
@julienperez
@http://www.linkedin.com/in/juperez

78. End
THANK
YOU!